Checking date: 30/05/2021


Course: 2021/2022

Product and Brand Management
(17835)
Study: Master in Marketing (269)
EPE


Coordinating teacher: DE VRIES , ELINE LOUISE ELISABETH

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 3.0 ECTS

Course:
Semester:




Requirements (Subjects that are assumed to be known)
Not required.
Objectives
Skills to be acquired General skills *CG1: Solid theoretical knowledge of Marketing and Market Research. Specific skills: *CE8: Analysis, evaluation and decision making on product and brand (development strategies, launch and positioning, product life-cycle management, brand value, and know the legal framework that rules products and brands management) LEARNING OUTCOMES The student distinguishes between the different existing product and brand management instruments. The student applies the essential methods in brand management and product marketing to design brand strategies in the company.
Skills and learning outcomes
Description of contents: programme
The course focuses on the following aspects of product management and brand: a) system of brand management and product b) strategies for managing a brand, c) extent of brand management across products and geographies, d) brand value and how to analyze it
Learning activities and methodology
TRAINING ACTIVITIES OF THE SUBJECT AF3 Theoretical practical classes AF6 Group work AF7 Individual student work Activity code / No. of total hours / No. of face-to-face hours /% face-to-face AF3 147 147 100 AF6 203 0 0 AF7 175 0 0 TOTAL SUBJECT 525 105 TEACHING METHODOLOGIES MD1 Lectures in the teacher's class supported by computer and audiovisual media, in which the main concepts of the subject are developed and the bibliography is provided to complement the students' learning. MD2 Critical reading of texts recommended by the professor of the subject: Sentences and resolutions, press articles, reports, manuals and / or academic articles, either for later discussion in class, or to expand and consolidate the knowledge of the subject. MD3 Resolution of practical cases, problems, etc.¿ raised by the teacher individually or in groups MD4 Presentation and discussion in class, under the moderation of the teacher, of topics related to the content of the subject, as well as practical cases MD5 Preparation of works and reports individually or in groups
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment
Basic Bibliography
  • Aaker, D. A. . Building Strong Brands. London: Simon & Schuster. 2011
  • Aaker, D. A. . Brand Portfolio Strategy. New York: Free Press.. 2004
  • Keller, K. L. . Strategic Brand Management 4th ed. Pearson Prentice-Hall.. 2013
  • Lehman, Donald R. and R. Winer. Product Management 4th ed.. Boston: McGraw-Hill.. 2005

The course syllabus may change due academic events or other reasons.